The Brief: Crowngate is a shopping centre in Worcester, which is formed of two centres, separated by a high street. We were briefed to develop a new brand strategy and cohesive visual identity to help bring together these disparate spaces.

The Solution: Firstly we audited the existing brand, which highlighted a raft of mixed historical identities and different naming conventions, creating confusion amongst consumers. Our solution was a brand based on ‘togetherness’ which at its heart shows a unified scheme and also cements Crowngate’s commitment to the community.

The visual identity uses a fractured device which comes together to form a connection, the crown links to its royal connection and the hidden ‘W’ in the logo also represents Crowngate’s proud link to Worcester. The first phase of the brand roll-out was completed at the end of 2019, with further phases due in early 2020.